Sustainability Drive was launched as a competition giving Australians the chance to share in up to $1m worth of sustainable technology and expertise. Entry was simple: get together with up to 20 neighbours, tell us about your street and why you’d like to win. Entrants could use text, images and video, and were encouraged to be as creative as they liked.The competition was communicated via TV, press, DM, newsletters, IVR, online, social media and PR. A $10,000 viewer choice award incentivised entrants to get friends and families to vote.

Origin hoped that about 6,000 street communities would join their Sustainability Drive.By the end of the entry period, they’d received 36,576 registrations – nearly 500% above the target.